Crafted exclusively for travelers: Toblerone launches new look and feel
The new-look Toblerone packs will roll out across global travel retail this month
Mondelez World Travel Retail (WTR) is strengthening the Toblerone brand with a premium redesign of its portfolio, set to roll out across airport locations globally this month.
By tapping into key purchase drivers among international consumers, Mondelez WTR said it is positioning travel’s most iconic chocolate brand for future growth.
Knowing that every second a Toblerone is sold in the travel retail channel, the redesign process was crafted with the traveling shopper at its core. Each decision, from the initial research and conceptualization to the final implementation, focused on enhancing their journey and ultimately contributed to a more delightful retail experience.
With brand appeal consistently ranking in the top three purchase drivers for confectionery, Toblerone’s signature red logo serves as a signpost for the category in duty free locations worldwide. The impactful new identity is set to increase shopper engagement, trial and conversion by elevating Toblerone’s appeal in line with key purchase drivers: Taste, Swiss heritage, Differentiated Offering, and Gifting.
The travel retail exclusive packaging for the Toblerone portfolio features a modern champagne gold tone, simplified background, sophisticated texture and a high-quality print finish. This new look and feel strengthens Toblerone’s differentiation in the channel by offering travelers something that can only be found in airport locations. In addition, the redesign proudly features the Swiss flag, a nod to Toblerone’s heritage and its ongoing promise of premium Swiss quality.
The Toblerone redesign aims to ensure differentiation in the travel retail channel
Taste is the top reason consumers choose to buy chocolate, and the enhanced design puts indulgence front and center. The packaging showcases a more prominent, glossy image of the iconic Toblerone chunk - also featured on the pack’s end panel to elevate on-shelf visibility.
The striking new look strengthens desirability and is intended to build greater confidence in Toblerone as the premium gift of choice. The refreshed packaging will be introduced across the brand’s 340g bar, its full range of Flavors and Messages options, and the Toblerone Tiny collection.
The Toblerone marketing team based their approach on shopper insights. Throughout the design’s development, ongoing consumer research played a key role in refining every detail. The survey findings consistently highlighted the following top attributes of Toblerone: it is a brand they trust, it offers delicious chocolate, and it’s worth paying more for.
Anna Somogyi, Director Category, Customer & Shopper Marketing at Mondelez WTR, said, “Toblerone is one of the most recognizable and loved brands in travel retail. This redesign is about building on that strength to ensure that we continue to be the chocolate of choice for global shoppers looking for unique taste, quality and gifting options. By combining impactful visuals, premium packaging, and a clear link to our Swiss heritage, we’re delivering a refreshed look. I am thrilled that all consumer tests show promising signs, and I cannot wait to see the results in our partners’ sales.”
